Alongside branded work, I led the development of original content created specifically for LADbible Ireland’s audience.
These formats ranged from character-led interviews and talent-led series to behind-the-scenes access and culturally reactive content rooted in Irish life. Developed without client input, they allowed us to experiment, establish a distinct editorial voice and strengthen LADbible Ireland’s position as a destination for Irish-first storytelling.
Below is a selection of original formats developed during my time at LADbible Ireland.
Creative Direction: Peggy O’Neill
Team: Karla Chubb, Niall Kelly, Anaïs Lukaku, Jonathan Murphy, Gareth Byrne
originals
Hometown Heroes
An original format celebrating the small Irish places behind unexpectedly big names.
Built on a uniquely Irish truth, no matter how famous someone becomes, they’re still proudly claimed by the town they came from. Each episode spotlighted the hometown behind the person, exploring the places, memories and local quirks that shaped them.
For audiences, it created a shared sense of pride and ownership, especially when their own town was featured. The result was a format that put Irish hometowns on the map, celebrating both the individual and the community behind them
Watch more here: Niall Horan , Paul Mescal , Jazzy , The Scratch , Picture This, Belters Only, Le boom
Language of Love
An original format challenging Danny Dyer to guess classic romantic films reimagined through a Cockney lens.
Iconic love stories were rewritten as gritty Cockney-style synopses, turning familiar plots into something entirely different. Danny’s attempts to decode each one became the heart of the format, creating a playful contrast between cinematic romance and his unmistakable perspective.
Gardaí or Gassed
An original press junket format challenging Liam Neeson and Pamela Anderson to distinguish between real Irish crime headlines and fabricated ones.
Built on the uniquely bizarre nature of Irish news, the format mirrored the spoof crime world of The Naked Gun, turning real-life headlines into a fast-paced guessing game. By blending the film’s tone with Ireland’s own brand of absurdity, the concept created a culturally grounded extension of its humour.
This format was conceived during my time at LADbible Ireland and filmed shortly after my departure.
Audience Questions
An original format driven entirely by audience curiosity.
Following Anna Duke’s appearance on The Traitors series 3, LADbible Ireland’s audience was invited to submit the questions they most wanted answered. These were then put directly to her, creating a conversation shaped by the viewers themselves.
The result was a format that strengthened the connection between audience and talent, turning national interest into participatory, audience-first content.
This or That
An original format exploring a celebrity’s career through quick-fire choices.
Talent were asked to choose between their past roles, projects and defining moments, creating a playful way to revisit their catalogue. The format sparked personal insights and unexpected answers, turning familiar work into something newly engaging for audiences.
A Day in The Life
An original format offering audiences an unfiltered look into the daily lives of Irish talent.
From Formula drivers to touring musicians, the format captured the reality behind the public image, documenting the preparation, routine and pressure that audiences rarely see. By focusing on the quieter, unseen moments, the series brought audiences closer to the people behind the performance.
The result was a format that humanised high-profile talent, strengthening audience connection through authenticity and access.